They are one of the twelve founding clubs of the original Football League, established in 1888. West Brom are a club woven into the very fabric of the beautiful game we all love.
With 3.5 billion viewers and fans across the world, it’s easy to see why emotion runs rabid in football.
For generations, West Brom have represented stability, tradition, and a clear sense of purpose. A club who knew who they were, and where they belonged.
The rich history of such a community orientated club, makes the present state all the more uncomfortable.
A club destined for greatness, suddenly spiraling with no sense of direction. In comparison to such great club legends, such as Cyrille Regis, Tony ‘Bomber’ Brown, today seems flat. Deceptive performances, half-arsed displays.
Which leads to the dying question, what on earth is going wrong at West Bromwich Albion?
Baggies’ Ownership, And Higher-ups
Up until the early 2000s, West Brom were run under the chairman ownership of Paul Thompson. He oversaw the club’s transition into a public company in 1996, in which he opened up shares to supporters.
During this he also listed the club on the Alternative Investment Market. The AIM is part of the London Stock Exchange and is tailored to help smaller companies secure capital from the public market.
This helped provide a smooth running of the club, and allowed movement in the transfer market. Thompson would go on to resign in 2002 after lengthy disagreements with then manager Gary Megson.
This was immediately after the Baggies promotion. These actions from the chairman majorly destabilised leadership and swiftly prompted the next major ownership change.
During his reign, the club signed Ronnie Wallwork on a three-year contract from Manchester United. With a reported £2.5 million bid for the Tranmere Rovers man Jason Koumas. Notably in the departure lounge, the Baggies sold ex-Chelsea manager Enzo Maresca to Italian side Juventus!
Peace Guiding West Bromwich Albion
After a rocky start to the turn of the millennium, Jeremy Peace was next up to guide West Brom. Peace took majority control as the private owner of the club in 2004.
This comes after the club left the stock market. Peace would be the chairman to oversee one of our most stable periods in history. This task included establishing the side in the Premier League.
However, critics of the owner heavily surrounded his financial timidness, and strategic risk taking despite having a Premier League tenure. Under Peace, Baggies splashed out on player such as Shane Long.
Asia Takes Over
Shortly after, in 2016 the Chinese wave of football influence began. The sport was slowly growing in East Asia, and business man Guochuan Lai, and his group bought the club in 2016.
The consortium splashed out £200 million for the club, an offer that Peace would and could not deny. The atmosphere surrounding the Baggies was electric, such a huge sum for such a historic club!
What seemed like a fever dream, quickly unfolded itself into a nightmare in B71.
Initially, the side went on to a mid table Premier League finish in the 16-17 season. This soon gave way to relegation in 2018, a sign of the fortune of things to come.
A lot of the issues came financially, with big hopes but very little output.
During the COVID-19 period, Mr Lai loaned out £5,000,000 to one of his own companies from the club, and missed several repayments. This spiraled the club into an even further mound of debt and issues.
Following the loan, there was an even bigger loan of £20,000,000 with incredibly high interest rates, which was secured against the clubs assets. The fans, including myself, were worried and concerned for our little club.
Mr Lai was coming under heavy pressure, and scrutiny from League officials, fans, and club hierarchy.
West Brom never really spent big bucks, under the Chinese Consortium, and when they did the players heavily disappointed.
For example, Said Berahino for £14 million, who had clinical moments, but his career quickly ended with scandal.
Similarly, Kenneth Zohore, was not a clinical striker, but still cost the club an arm and a leg. Towards the end of Lai’s reign, fans were protesting, groups were set up to try and force a sale, as the state of the club declined.
(Albion fans protesting outside the ground on match day.)
Fans clearly had enough, as the club spiraled towards administration. Reports claimed that the club were just 10 days away from ceasing to exist. Finally, in February 2024, Lai sold the club to Bilkul.
Bikul Baggies Football Takeover
On the 28th February 2024, a consortium known as ‘Bilkul Football’ which includes the American ‘Patel’ family bought West Brom for £60,000,000.
The Patels acquired an 87.8% stake, after buying out the Chinese group and paying off accrued debt in the price tag.
Shilen Patel was appointed chairman of the club soon after the announcement, with a promise and outward commitment to stability and investment.
Bilkul Football WBA, LLC – a company ultimately owned by Florida-based entrepreneur Shilen Patel and his father Dr Kiran C. Patel – has reached an agreement to acquire an 87.8% shareholding in West Bromwich Albion Group Limited, the parent company of West Bromwich Albion FC.
However, compared to previous West Brom owners, and other current Championship owners, we have a comparatively smaller net wealth. This has raised issues and questions about transfer budgets and long-term competitive investment.
Already, these issues are becoming known, and fans are raising concerns and worries. CEO, and Director Of Football, Andrew Nestor, has recently come under heavy scrutiny for his ‘data based’ recruitment of players and managers.
Especially after the recruitment of ex-manager Ryan Mason, and now Eric Ramsay. With fans calling for his job, and the club sitting 19th, his time could be coming to an end.
Fans are seemingly already turning on the new man, but with a crtitical point saved at Derby County, nerves are settling.
Who Is Andrew Nestor, And Why Are Fans Calling For His Job?
West Brom formally announced that Bilkul CEO Andrew Nestor would assume the responsibilities of ‘Sporting Director’ in August 2024, following the takeover.
The statement later focused on the emphasis of recruitment, academy, and sporting data. This role would include working alongside Head Of Football Operations, Ian Pearce, and the board.
This stint would be short lived, as in September 2025 the club appointed him as President, meaning he would manage all club functions alongside his role as Sporting Director.
Announcing this means that accountability of recruitment, head coaches, performance, and budget infrastructure all point to him.
A heavy role, with huge responsibilities in pointing the club in the right direction.
Nestors’ “Club Model”: Game model, Data And Transfer Policies
Nestor has publicly framed WBA’s approach around establishing a club Game Model, so recruitment and coaching hires aren’t ‘reset’ every managerial change.
Managerial changes are frequent in the modern game, making stability key. Nestor has described building the model, when talking to Training Ground Guru, and then going more granular, on tactical/technical and physical requirements by position.
Nestor then uses this, to evaluate signings and reduce what he describes as “costly mistakes”.
Speaking publicly to club media, he has also described building a data team, who integrate data and scouting workflows to maintain a “shadow squad” to move quickly when sales occur.
There is a modern ‘Consultant’s Translation’ which is the modern multi club/league Sporting Director pattern:
Defining the game model/plan
Build upon the support of your decisions (data, scouting and medical risk)
Keep replacement options available (“Shadow Squad”)
Strategic transfers to stay PSR compliant, whilst keeping squad value rising
This is the plan, that works in modern football, and takes clubs to higher places.
The Dreaded PSR
In Nestor’s December 2025 message to West Brom fans, He laid out the inherited financial hole from the Chinese consortium. The club had a £37.6m loss from 2023/24 alone, which was too close to the EFL P&S loss threshold.
This would mean that a cumulative trading gain of >£33m was needed after 23/24, to repair the situation and avoid a transfer embargo, or points deduction.
West Brom under Nestor have been operating under a Survival, liquidity, and squad viability, meaning the definition of “good recruitment” changes.
Instead it looks like:
More younger assets and resale logic
More loans and opportunistic markets.
More of selling players you’d rather keep. (Tom Fellows in the summer)
Nestor’s Recruitment So Far
Despite being a little bit strapped, the club have made some good sales, and in return some better investments.
These include the following permanent moves:
Mikey Johnston From Celtic
Callum Styles From Barnsley
Torbjorn Heggem From Brommapojkarna
Isaac Price From Standard Liege
Tammer Bany From Randers
Nat Phillips From Liverpool
Aune Heggabo From Brann
Alfie Gilchrist From Chelsea
George Campbell From CF Montreal
Krystian Bielik From Birmingham City
Chris Mepham From Bournemouth
It also includes loan signings Samuel Illing-Junior and Charlie Taylor. Nestor’s stint has also seen tactical departures, which were mentioned in his plan.
That included the departures of:
Tom Fellows – Southampton (£8,000,000)
Torbjorn Heggem – Bologna
Darnell Furlong – Ipswich
Alex Palmer – Ipswich
Dara O’Shea – Ipswich
Caleb Taylor – Millwall
The profile of these transfers are incredibly telling, it shows that Nestor is a Sporting Director who is building a defensive spine and physical base, with players such as Campbell and Mepham.
Whilst also generating a cash flow through sales of the likes of Fellows and Heggem.
This is incredibly consistent with the club’s stated need to stay near P&S limits whilst still getting those permanent signings.
All in all, the club’s approach is more coherent and modern than the typical Championship churn cycle. With the public messaging showing he’s managing P&S as a constraint, rather than ignoring it.
Transfer Deep Dive And Their Impacts
It’s okay to just mention these signings, but how are they really doing? Well thanks to Opta Analysis, we can explore!
Based on the average line-up, this is how WBA have enjoyed most of their football this season:
Many fans would definitely argue that this isn’t working as a lineup, and they’d be correct. The side currently sit 20th, which is nowhere near good enough. According to the statistics, Baggies are having 80% of touches and possession, in their own box! No wonder the defence is so leaky.
Let’s take a look at the players at the back, and see if we can pinpoint the issues.
Nathaniel Phillips
Central defender Nat Phillips has made 28 appearances for the Baggies this season, playing 2,432 minutes. Phillips has three goals this season too.
Looking at his Opta Analyst heatmap, he is clearly predominant on the right hand side, pushing up towards the half way line.
The ability to get forward, and push up the pitch easily crafts opportunities to get the ball in the box. All three goals have been headers, in clinical positions for the Baggies.
Phillips is a level headed defender, with 1734 successful touches, and only 267 unsuccessful touches. The calmness then transpires to his teammates who then realise the situation and aren’t panicking.
These touches have mainly come within the box, creating stability and an escape route, for when the side are under pressure.
Chris Mepham
The wales international has played 23 times this season, with a total of 1,763 minutes. The defender has score one goal, and it was to snatch a draw recently at Derby County.
The defender’s heatmap shows him as mainly in the Baggies half, and alongside Nat Phillips, creating a force in the back. Mepham has arguably had some shaky moments, and his place in the eleven has been reconsidered at points. Despite this he continues to graft away, every game.
The energy he brings to the side is unmatched, he is someone the younger lads need, they see him and dig deeper to keep going.
Mepham has had 1,307 successful touches this season, with just 166 unsuccessful. The touches are heavily on the left side, and just above the half way line.
Callum Styles
Callum Styles joined from League One outfit, Barnsley, and has been a game changer ever since. The Hungarian is like lightning on the left back, chasing balls all over the pitch. A key signing in which has help keep the Baggies afloat.
The Hungarian has played 28 matches, and 2,186 minutes this season with two assists.
Styles is the pace every team needs, driving balls upwards and getting into space. The only downside to Styles, is his discipline still needs fine tuning. He goes into tackles like a mad man, giving away silly freekicks and stupid yellow cards.
The heatmap shows truly how much he sticks to the wing, but can alternatively turn back inside and create space in the middle of the park too.
Styles is a key player, and can turn a small chance into a big one, by laying the ball off to a winger like Mikey Johnston.
There were doubts about Styles signing, as he had built up a reputation from his previous club, Barnsley. Lower Tiers writer Dylan Gibbs had this to say about Styles:
“Pre-lockdown, He {Styles} put shifts in, dug out and grinded performances, and one of the best om his day.” He then later went on to say that “Ultimately he had to go, and attitude wise, he wasn’t worth the few positives he eventually bought”
This goes to show, a player can change, and the club took a gamble on such a player. However, he is a massive part of the team, and a lively character.
George Campbell
The United States defender recently joined the Baggies, and has been solid at times. Playing 25 games, 1,879 minutes, with 1 goal and 2 assists. He has by all means been essential. He is a tall defender, with a strong physicality despite coming from the MLS.
George has had some concerns raised about him, as hes been slotted in at RB but is always looking out of position.
His heatmap shows a strong preference to the right side, and is able to whip some wicked long throws into the mixer.
Campbell has been a welcomed addition to the club, and has been clinical at times when we’ve needed him! All round, top-ish recruitment from Nestor.
The Fans Consensus
The Stats tell us one thing, but who better to ask then the fans. The people who go night and day, supporting the club through thick and thin! We put out a form, and asked WBA fans the following:
What are your current thoughts on the state of the club as a whole? (consider ownership, ceo, sport director etc)
Have you ever seen a worse spell? Or a lower point in time?
Would you agree that fans are protesting with their feet, as well as their voice?
Ideally, what needs to change?
Is there anyone you’d fire, or hire? Players, staff, high ups? Six. How do you feel around the possibility of dropping into League One?
The replies were certainly telling, with many fans outputting the same responses.
@GemmaBaggies on X stated: “Can’t remember the last time I felt so depressed and worried for my football club”
This came after the 5-0 thumping at home to Norwich City. The sight and fear of relegation is obviously setting in, to some fans, and is meaning a call for action is coming.
One of our own, @lawson-lightwood was approached for comment, and stated in reply to the questions: “The current state of the club is hard to define” when talking about a generalization.
He later went on to say “The pressure on Andrew Nestor is only INCREASING after three managers in three months” and that, “The rut we find ourselves in is extremely worrying, and i really lack the belief that we have the players to get us out of it.”
This shows that utter turmoil is setting into place, and that all of the fans energy is slowly being drained away from us. A once great club, and now are set to face relegation in 2026.
Another fan, who didn’t provide an identity, went on to say “The decline in home attendances speaks volumes this season.” They then pointed out that “there has never been a larger disconnect with the club and the fans.”
Seemingly, fans are tired and bored of not being heard through their voices, and are now deciding to vote with their feet, and their pockets by not attending.
Whilst fan funding for the club is massive, it will also hopefully make the higher-ups see that we have had enough.
A general agreement that my results found was that, “I’ve never really considered relegation as a real threat, and I thought we had the quality and experience to not be troubled.” This in itself is telling, of a fall from grace thar West Brom are/is facing.
Whilst this seems a shock and an awful situation, many fans told me that this is not the worse they’ve ever seen the club be.
David Fenton, on Facebook stated: “The Bobby Gould and talbot eras were worst I’ve seen but this is getting close to that particularly if relegation comes to our door.”
Again, fans are being joined together by negatives, and not positives like a team should be. A team should not be bonded the most over the potential struggles, but instead the potential wins and trophy success.
Everywhere you go, you see the same output from fans. The club is safe, but not. The Club themselves are financially safe, and will not be disappearing.
However, the greatness of the side and the fanbase are slipping away.
Home games are becoming soulless, and empty. The Baggies aren’t “Boing-Boing-ing” anymore.
The Hawthorns is one of the oldest grounds in England, and its glory is not being adequately represented by the team it hosts on the pitch.
Change is needed today, not another season to see how it goes, now. Fans will only become more and more agitated by the displays and running of the club before it’s too late.
This is a very slippery slope for the Baggies, and can quickly traverse downwards like the club did under Lai.
All quotes were gathered by the author of this article and all heat maps were gathered by Opta Analyst.
Dylan Gibbs says:
Booo Callum Styles boooo!!
Cracking Read tho 🫶